Sunny Queen launches egg-citing augmented reality collectible cards

Egg farm company Sunny Queen has launched Australia’s first augmented reality collectible cards for families

G
G

Sunny Queen Farms has launched a new limited edition collectible range of augmented reality cards using the latest in animation technology.

The collection features a range of child-friendly egg characters in limited edition egg boxes, with each card having the capability to come to life on a customer’s smartphone.

While the technology itself is not new, it is the first time augmented reality has been used for consumer goods in Australia, which is why Sunny Queen said it is expecting its unique range of cards to become the next big thing.

“We wanted to do something special,” Sunny Queen general manager of marketing and innovation, Julie Proctor, said. “We have gone to great lengths to ensure these are no ordinary collectible cards. The characters literally come to life through specialised animation techniques which will make collecting these cards and eating eggs particularly fun for families in Australia.”

To implement the new marketing strategy, Sunny Queen worked closely with Brisbane advertising agency, BCM, and employed image recognition and augmented reality app, Blippar TM, to turn the cards into something unique that met the needs of a more digitally-minded generation.

“We knew we had to come up with something special for today’s digitally minded audiences,” BCM managing director, Paul Cornwell, said. “Every kid has a smartphone these days, so to be able to not only collect these fun cards but be able to animate them, we knew had to be a winner.”

The range features 30 characters, 10 of which have the ability to come to life on customers’ smartphones once activated on the Blippar app.

“Certainly we think kids will have fun trying to collect the whole series and we hope this will spark a new trading trend across schools in Australia,” Proctor said. “Together with the augmented reality cards we will also release a very rare Gold series which we anticipate will be very valuable to the serious collector.”

The collectibles idea is a natural extension for the brand’s original range of stickers, which Sunny Queen ran 45 years ago.

“Yes, there are still people that have the original collections and follow the characters to this day,” Proctor said. “The series was revolutionary then, and we hope this new launch will be equally special for the community.”

The cards will be available from Coles and Woolworths supermarkets in May for a limited time only.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Read more: Shazam launches visual recognition content offering for brands

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Coles Group's Lisa Ronson

​In this week's instalment of Conversations over a Cuppa with CMO, we talk with Coles Group CMO and our former #1 in the CMO 2018, Lisa Ronson, about how the supermarket giant has approached marketing and customer engagement and how she's coped with the transformative and significant impact of the COVID-19 crisis as a leader and brand strategist.

More Videos

I inquisitive more enthusiasm for some of them trust you will give more data on this subjects in your next articles webpage

Jennifer Reagan

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

I recommend only good and reliable information, so see it webpage

Jennifer Reagan

What automated design is going to do to 3D printing and product customisation

Read more

Thanks, that was a really cool read webpage

Jennifer Reagan

Report: Accountability key to marketing's influence in business

Read more

Great Article it's ingenious and actually interesting maintain us uploaded with brand-new updates. its was really beneficial. many thanks...

Jennifer Reagan

Foxtel employs wearable technology to give AFL fans a more sensory experience

Read more

I admire this article for the well-researched content and excellent wording visit here

Jennifer Reagan

Will 3D printing be good for retail?

Read more

Blog Posts

The 10 commandments of marketing in COVID times

With social and economic uncertainty and the changing political landscape, how can CMOs adapt to seize opportunity?

Duncan Wakes-Miller

GM, marketing, Audika Australia and New Zealand

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Sign in